But that doesn't mean they are not influenced by it – no matter how much they may try to avoid it. The fact is they care more about what their peers think than about our marketing. Today’s social networkers want to stay connected. They share ideas, likes, and dislikes and are intensely interested in what other like-minded people (family, friends, colleagues) are thinking and saying. So our job is to develop an affinity and trust for our brand among consumers, listen to them and engage in their commentaries and their friends’ commentaries and become part of the conversation. Once we’ve harnessed a core group of loyal fans, they will become our champions. All they have to do is click a button or press send. Empower them, and we empower our brand.